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SUN PHARMACEUTICALS LAUNCHING BANANA BOAT "BUG + SUN" FORMULAS

This article was originally published in The Tan Sheet

Executive Summary

SUN PHARMACEUTICALS LAUNCHING BANANA BOAT "BUG + SUN" FORMULAS in November for the 1994 sun season. Banana Boat Natural Chemical Free Sunscreen offers SPF 8; two sunblocks have SPFs 15 and 25. The products contain zinc and micronized titanium dioxide. Product packaging states that they are "8-hour waterproof" and provide "UVA & UVB protection." The line is replacing the Banana Boat PABA-free line, which included products with SPFs 8, 10 and 25. Banana Boat Bug + Sun Screen SPF 4 and Block SPF 15 include a "natural, no DEET formula" that is in the "citronella family," the company said. Packaging also heralds the products as "8-hour waterproof," with the SPF values appearing in a red cross. Sun Pharmaceuticals also is introducing Baby Block Lotion SPF 50+ for the 1994 season. The firm already markets Baby Sunblock Lotion SPF 29. Both baby sunblock products are "waterproof," feature "UVA & UVB protection," and are PABA-free and for "extra sensitive skin." The new Baby Block contains the active ingredients ethylhexyl p methoxy-cinnamate, 2-ethylhexyl 2 cyano-3, 3-diphenyl acrylate, oxybenzone, 2-ethylhexyl salicylate and titanium dioxide. The company said in sales materials that it is backing all of its sun and skin care products with "over $ 10 mil. support dollars" for promotion and advertising. The materials list promotional activities at "sun-oriented events" such as airshows, festivals and volleyball games as well as in-store programs including sweepstakes and the distribution of over 5 mil. coupons. The firm also is using print ads in women's magazines, radio ads, and co-op sampling with other brands and sampling to dermatologists, pediatricians and hospitals. According to Nielsen Scantrack data for the year ended April 17, Banana Boat held a 15.8% unit share of the sun care market in mass merchandising outlets, second to Schering-Plough, which held a 23.3% share. Schering-Plough markets sun care brands including Coppertone, Shade, Tropical Blend and Water Babies. In food and combo stores, Banana Boat had a 10.2% share, following Schering- Plough with a 42.3% share and Tanning Research Labs' Hawaiian Tropic with a 10.3% share. The brand also was third in drug stores, with a 7.8% unit share. Schering-Plough held 22.4% of the market and Procter & Gamble's Bain de Soleil captured 10.4%. Sun Pharmaceuticals reported that the largest portion of its 1992 dollar sales at retail -- 32% -- came from protection products with SPFs over 15, while 22% was from products with SPF 15 and 11% for SPF 6-14 products. Suntan products with SPFs 0-5 accounted for 25% of retail sales, the firm said, and sunless and self-tanning products generated the remaining 10%.
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